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The Co-Creation Paradigm
A fundamental shift is underway that will change how we conceive of value. In an era of increasing interconnectedness, individuals, as opposed to institutions, stand at the center of value creation. To adapt to this tectonic shift, organizations can no longer unilaterally devise products and services. They must engage stakeholders—from customers and employees to suppliers, partners, and citizens at large—as co-creators. Co-creation guru Venkat Ramaswamy and Kerimcan Ozcan call for enterprises to be mindful of lived experiences, to build engagement platforms and management systems that are designed for creative collaboration, and to develop "win more-win more" strategies that enhance our wealth, welfare, and, well-being. Richly illustrated with examples of co-creation in action, The Co-Creation Paradigm provides a blueprint for the co-creative enterprise, economy, and society, while presenting a conceptual framework that will guide organizations across sectors in adopting this transformational approach. Challenging some of our most deeply held ideas about business and value, this book outlines the future of "business as usual."
Research Handbook on Brand Co-Creation
Bringing together different theoretical perspectives on brand co-creation and discussing their practical applicability and ethical implications, this Research Handbook explores emerging notions of brand construction which view brands as co-created through collaborative efforts between multiple stakeholders.
Handbook of Research on Customer Engagement
Customer engagement is now a critical research priority in contemporary marketing. In this Handbook, a cadre of international scholars offer an overview of current research on this rapidly growing field of study.
In/Visibility of Flight
In/Visibility is unequally distributed in society and closely related to the distribution of power and privilege. Using images and narratives to mobilize is part of political strategies. The relationship of in/visibility and migration is the guiding question for this edited volume. The chapters discuss multidisciplinary perspectives and factors that contribute to the visibility of forced migration beyond a policy-centered discourse. They focus on the voices and agency of refugees in different countries and contexts. By including research, practical experiences and artistic methods, the volume will be of interest to readers from different academic disciplines and the arts as well as to practitioners.
Handbook of Business-to-Business Marketing
This path-breaking Handbook is targeted primarily at marketing academics and graduate students who want a comprehensive overview of the academic state of the business-to-business marketing domain. It will also prove an invaluable resource for forward-thinking business-to-business practitioners who want to be aware of the current state of knowledge in their domains.
Dynamic Relationality Theory of Creative Transformation
Dynamic Relationality Theory of Creative Transformation: Grounding Machinic Ecosystems in Life Experiences introduces a visionary approach to understanding the evolving relationship between technology and human experiences. It delves into the transformative potential of Machinic Generalized Intelligence (MGI), where AI and human intelligence converge harmoniously, creating a new paradigm of interactive, machinic life experiences. This book challenges the traditional tech-centric view, advocating for a life and experience-first perspective. It presents the Dynamic Relationality Theory (DRT), a novel conceptual framework that redefines our interaction with technology, emphasizing cocreative, e...
Routledge Encyclopedia of Technology and the Humanities
Routledge Encyclopedia of Technology and the Humanities is a pioneer attempt to introduce a wide range of disciplines in the emerging field of techno-humanities to the English-reading world. This book covers topics such as archaeology, cultural heritage, design, fashion, linguistics, music, philosophy, and translation. It has 20 chapters, contributed by 26 local and international scholars. Each chapter has its own theme and addresses issues of significant interest in the respective disciplines. References are provided at the end of each chapter for further exploration into the literature of the relevant areas. To facilitate an easy reading of the information presented in this volume, chapters have been arranged according to the alphabetical order of the topics covered. This Encyclopedia will appeal to researchers and professionals in the field of technology and the humanities, and can be used by undergraduate and graduate students studying the humanities.
The Future of Competition
In this visionary book, C. K. Prahalad and Venkat Ramaswamy explore why, despite unbounded opportunities for innovation, companies still can't satisfy customers and sustain profitable growth. The explanation for this apparent paradox lies in recognizing the structural changes brought about by the convergence of industries and technologies; ubiquitous connectivity and globalization; and, as a consequence, the evolving role of the consumer from passive recipient to active co-creator of value. Managers need a new framework for value creation. Increasingly, individual customers interact with a network of firms and consumer communities to co-create value. No longer can firms autonomously create v...
The Power of Co-Creation
Apple embraced co-creation to enhance the speed and scope of its innovation, generating over $1 billion for its App-Store partner-developers in two years, even as it overtook Microsoft in market value. Starbucks launched its online platform MyStarbucksIdea.com to tap into ideas from customers and turbocharged a turnaround. Unilever turned to co-creation for redesigning product lines such as Sunsilk shampoo and revitalized growth. Nike achieved remarkable success with its Nike+ co-creation initiative, which enables a community of over a million runners to interact with one another and the company, increasing its market share by 10 percent in the first year. Co-creation involves redefini...
